Serta signs on for 'Idol' promo
By David Perry -- Furniture Today, November 2, 2009
HIGH POINT — Serta is promoting a program it says will take the company to a new stage of growth — the American Idol stage.
The bedding major, which returned to the High Point Market in October, announced that it will be part of a National Home Furnishings Assn. retail promotion that launches in January. The American Idol Sweepstakes will include American Idol by Serta sleep sets.
Serta has signed on for a new premium level of sponsorship with the retailer association and has become the “official mattress sponsor of the NHFA.”
Grand prize in the sweepstakes is a trip to the “American Idol” finals next year. Other prizes also will be awarded in the game, which will run from Jan. 1 through April 18.
To enter, consumers must take a “test rest” on designated Serta products. Online entries will be supported through HomeFurnishings.com, NHFA's new Web portal.
Participating retailers can use the “American Idol” name in their advertising and for tie-in promotional opportunities in their stores.
Elements in the sweepstakes include American Idol Judge Look-Alike Contests, American Idol Discount Days, local Idol viewing parties and local radio broadcasts from participating stores.
“American Idol” has had the No. 1 TV show in America for five years running, attracting more than 16 million viewers each week, Serta officials said.
As part of its partnership with NHFA, Serta said it will offer NHFA members exclusive national promotions designed to energize their sales associates while encouraging consumers to shop during key selling periods.
“This is a wonderful opportunity for Serta to partner with a very respected organization,” said Bob Sherman, president of Serta International.
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